Digital 101 Basics of C-Suite Offerings
AGENDA Webinar Objectives Educate Radio AE’s on Display — You may know about marketing through your website or email, but are new to display. What this webinar is NOT Not for advanced marketers who know all about display.
Agenda • Vocab- pull out your pen and paper • How does digital work? • Digital Display- the Myth the Legend • Search Engine Marketing- Great starting point • FOMO- Social Media: the need to be informed • What you should ask a client
Digital 101: Display Advertising Terminology Advertiser = The business that placed this ad (e.g. Mont Blanc) Publisher = Forbes.com Media Agency = works for the advertiser in designing the ad (creative), then buying ad placements (media buying), and determines ad budget (media spend) Inventory = how many impressions of the ad are available through a specific publisher?
Brand vs. Demand Brand Marketers • Brand Recall - how many of the consumers who are surveyed recall your brand with its key attributes. • e.g. BMW = performance, Toyota = innovation • Brand Lift - did the display ad campaign increase brand recall, and by how much • Engagement - what % of users clicked on the ads, or engaged with the brand via the ad • Click-through - visits to the Company's website as a result of the brand ads • View-through - users view the ad, and visit your website directly without clicking on the ad • E.g. View-through at 9X of click-through the ad.
Key Terms • Happy XL WWW — Internet was born on October 28th. 1969! • IAB — Internet Advertising Bureau - http://www.iab.net • Web 2.0 or Web2 — today's Internet — sometimes referred to as “The Cloud” • Scalable — millions of people can access your site at the same time without the site crashing • Best in Class — website is the best of its type within its class — i.e. NIP Radio is the best CHR Los Angeles • Share of Voice (SOV) — percentage of available impressions an advertiser owns during the course of an ad campaign. • Above the Fold — Ads that appear on the page without having to scroll down • Traffic — the number of visits and/or visitors to a website • Rich Media — interactive media • Cloud Computing — also known as Software as a Service or SaaS using a program that runs in a web browser i.e. Salesforce and Google Apps.
Key Terms (Cont.) • CPM -Cost Per Thousand - Brand Campaigns • eCPM - Effective CPM - Combined efficiency of an ad campaign based on promotional placements, paid placements, engagement metrics, etc (i.e. video views, app downloads, widget distribution, viral video adoption) • CPC/ PPC - Cost/ Pay Per Click • CPL/CPA - Cost Per Lead/ Action - "Cost Per" Ads are typically used by Direct Response and Lead Generation advertisers and usually handled by ad networks due to the continual optimization required to make these campaigns financially viable • CPE — Cost Per Engagement (Social) - Used more with social media that involves video adoption, app/ widget distribution, game adoptions, etc.
Why is Digital Important? Little Background
Brief History of Digital Advertising Comparing the number of years of adoption rate for radio, TV, and the internet. It took 38 years for radio to reach 50 million users, 14 years for TV to reach 50 million users and4 years for the internet to reach 50 million users. Speed of Growth to Reach what is considered Mass Media
Cat Fishing is not only what people do on Social Media it is what businesses do Online everyday. New Businesses can seem well established and Old businesses can put on a new face and get new customers from a different area. It allows business to try something with little risk.
The Purchase Funnel • Increase Brand Visibility • Impressions & CPM • "plasma tv" Microcenter • Drive Qualified Traffic • Reviews, comparisons, demos "Plasma tv reviews" • Generate Leads • Newsletter, Email captures, etc. • [Sign up for secret offers!] • Consideration • Sales • Revenue, orders, ROI, ROAS • "Buy 70in 4k Smart LG TV"
Buying Ads Simple Math 250,000 Impressions at $8 CPM= Answer- $2,000 Easy math 250x $8 Ads are bought in units of: Impressions, in units of 1000 (CPM) Impression = each view or showing of the ad e.g. $1 CPM = 1000 impressions for every $1 $2 CPM= 500 impressions for every $1 Clicks or Click-throughs, with a cost per click (CPC) e.g. $5 CPC = each click on the ad costs $5 3. Leads, with a cost per lead (CPL), sometimes cost per (user) acquisition (CPA) Risk shifts from advertiser to publisher as we go from CPM -> CPC -> CPL/ CPA
Banner Ads Text-Based Image-Based Multimedia
Banner Ads • Ad Sizes There are many standard sizes defined by the Interactive Advertising Bureau (IAB): • Leaderboard(728x90) = 728 pixels wide, 90 pixels high • Medium rectangle (300x250) most available inventory across ad sizes • Other common sizes • 300x600 • 160x600 • 180x 150 • Mobile ad sizes (iPhones, Androids, iPads) • 468x50 • 300x50 • 320x50
Online Media Targeting • Geo Targeting — the ability to target a specific geographic area based on a consumer's IP address. • Contextual Targeting — targeting ads based on a website’s content — i.e. a Betty Crocker ad appears in AOL Food. • Demo Targeting — targeting to a consumer based on their age and gender. • Behavioral Targeting - uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.
Many Targeted Ads come is tags to let the consumer know they have been targeted Geo- Fenced Ads or Geo Target are not typically tagged
A/B Testing A/B Testing - running different versions of the ads (brand or demand) to test which messages and offers resonate the most with the audience, and drive the highest results (i.e. lead conversions)
Demand Generation Terms Banner Ad Landing Page Demand Marketers • Conversion - turning an unknown user into a known prospect (first name, last name, email, company, etc.) • Landing Pages - where conversions typically happen today • user clicks on a flat ad, then redirected to the landing page in a new browser window.
New Prospective vs. Retargeting • New Prospecting • Prospects NOT already in the advertiser's database. Reach new 'Watering holes" and place ads to attract new prospects, get them to opt-in into further conversation. • Re-targeting • Already a bit familiar with the brand. Visited your site and bounced. • Conversion rates for re-targeting = typically higher than for new prospecting.
Putting together a Display Campaign • Define the goal - Brand awareness? Demand creation? Both? • Target audience - Persona(s)? Buyer needs messaged via the ad? • Budget - finalize number based on goals re: brand — reach, engaged, or demand — leads • Placement - targeting, media buying. In-house, outsource? • Creative - copy, design, messaging, content offers, brand guidelines • Execute & Review - analytics, reporting, key metrics • Campaign Management — • Targeting - update sites, audience segments, etc. based on what works • Bid Management — set bid prices to meet volume goals (daily/weekly) • Creative updates - changes in mid-flight based on / lead capture metrics
Metrics and Measurement • Impressions & Clicks • CTR — click through rate • How many of my ads got clicks? • Clicks/impressions • Return • Conversion Rate • Revenue • ROAS • ROI
PPC/PPA All Paid Listings
Social Media Networks There are about 400 Social or sharing sites out there with a more than 10 thousand users. Facebook Twitter Pinterest YouTube Linkedln Foursquare Instagram Google+
Social Media Myths It's Free It's Fast It's Viral You Can't Measure it It's Optional It's Hard
900 Million Users You Can Target By: • Demographics: Location, Language, Education, and Work • Age, Gender, Birthday, and Relationship Status • Likes & Interests: • Select Likes & Interests such as "camping", "hiking", or backpacking" instead of "tents" or "campers" • Connections
Targeted Leads Polls
You Can Target By: Demographics: Location, Language, Education, Company, Age, Title
Different Levels of Advertising • Pre-rolls • Ads appear before the content • Best performance • Mid-rolls • Ads appear during content • Many marketers wary of interrupting • Post rolls • Ads appear after content • Perform at 40% level compared to pre-roll
Social Media Best Practices Set Goals Create a Plan and Content Strategy and Stick to it! Track Growth Monitor what is being said regarding your company on-line Listen to others in the community, don't just talk Communicate with your clients in the way that they prefer
Preparing: Defining Your Audience • Location • Language • Education • Work • Age • Gender • Birthday • Relationship Status • HIH • Groups • Likes • Friends • Consideration Think about the people who you want to see your ads
Online Analytics Clients will measure results across other platforms than what we provide • Name Brands • comScore • Nielsen NetRatings • Alternate Measurement Services • Alexa • Compete • Google Analytics • Hitwise • Quantcast
Questions Questions Please send all questions to: Cumulus@orbitinteractive.com All questions from all of the markets will be compiled into a type of FAQ- so ask away cause your not alone someone else is thinking the same thing.